When the International Council of Shopping Centers (ICSC) convened in Fremont again this year for the annual Northern California Alliance program, the theme was “Repositioning Large-scale Retail Assets.” Rapidly changing dynamics in retail coupled with the rise of the millennial generation are forcing owners and managers of our region’s major retail assets to think about how to stay relevant. The event featured an expert panel — with representatives from a traditional mall, an urban downtown district, and a large power center — that discussed their strategies for evolution.

Rick Hearn, VP of Leasing for Vestar Properties

Vestar Properties assumed management of Fremont’s Pacific Commons Shopping Center in 2013 and was immediately confronted with an interesting question: How do you continue to improve upon an already successful retail center? Just 10 years old, Pacific Commons presented well and had been experiencing leasing success and strong rents. From Vestar’s point of view, deep engagement with the community, the City, and the retail community was key to understanding how consumer needs and preferences had changed so that they could adapt the center accordingly.

For Pacific Commons, elements like wayfinding signage, updated (more drought-friendly) landscaping, refreshed building facades, and activated plaza spaces will enhance the center and better align it with the newest phase, The Block.

Mike Rhode, General Manager of Vallco Shopping Mall

Mike Rhode made no bones about the fact that Cupertino-based Vallco Mall is ready for reinvention. Despite its prime Silicon Valley location, the strength of Stanford Shopping Center to the north and Westfield Valley Fair less than five miles away to the south makes for daunting competition. In addition, fractured ownership among three of its department stores made it nearly impossible for any single buyer to negotiate a sale of the entire site … until now.

Sand Hill Properties has successfully assembled all 50 acres and is in the process of creating a plan to redevelop the site. Recognizing the true value of Cupertino real estate (think Apple Campus) and equally strong demographics, it sees this as an incredible opportunity to take a “blank canvas” and start fresh. Sand Hill is preparing a plan in close partnership with the community that will likely include a mix of retail, residential, office, and other amenities. Rhode suggested that entertainment and tapping into the innovation spirit will be key drivers for this project — a truly unique situation that is probably not replicable anywhere else.

Steve Snider, District Manager of Downtown Oakland Association

In 2009, the Downtown Oakland Association launched a property-based business improvement district to help revitalize the area, which struggled with graffiti, loitering, and general blight. Few people expected what a transformation these efforts would lead to — today Downtown Oakland is recognized as one of the hottest Bay Area urban districts.

With strong property owner cooperation and a $2.5 million budget , the district has undertaken various right-of-way beautification projects, safety campaigns, and arts events like “First Fridays.” Key to the success of the program has been the Association’s “Ambassador Program,” where team members are “hired for personality and trained for skills.” As the face of the program, these individuals have created a sense of hospitality in Downtown, and the grassroots nature of this work has attracted swarms of new businesses to the area.